Icecream indsutry is densly populated with the competitors. In Pakistan its under the hegemony of the international brands. It is often complained that the bigger brands is the biggest hurdle to a small newly established company.

1. iSCREAM!
Challenges &
Solutions

2. Challenge
 You are a small ice cream manufacturing company seeking expansion of your
sales. What are the challenges you face and what are the solutions?

3. Competition
 The ice cream market is very crowded but also dominated by a few players who
do not let newer manufacturers establish themselves.
 Solution: Try to build relationships with the retailers by offering them discounts
and incentivizing them to properly display the company’s storage units at the
stores.

4. Lack of brand recognition
 The brand is new in the market it is tough to establish its own identity. The
quickest solution to this issue is to collaborate with already known brands and use
their brand equity to sell our products. One similar recent example is Omore
collaborating with Lu’s Candi biscuits and selling the ice-cream on that brand’s
strength. Here the brand name is not as popular as Omore, but the same method
can be used. By collaborating with a popular brand like Bisconni and using their
biscuits like Chocolatto to form new flavors of ice cream to get customer
attention, the company can start to eliminate the issue of brand recognition.

5. Low Awareness
 Brands like Walls and Omore are household names by this point. When people
want to buy ice cream they instantly think of these brands. In order to solve this
issue, the brand needs to do certain BTL activities that creates goodwill for the
company and makes people aware of the company. Some activities they can do is
to sponsor some events for less fortunate schools and give potential customers a
chance to taste their products. Such events also get a lot of attention on social
media, which will increase the company’s awareness.

6. Low sales in off-season
 The company can showcase ways to use their product even in off-season. Through
ATL promotions and by posting new recipes on their social media pages and their
websites. For example, ice cream can be used with items like coffee to makes
special deserts like affogato and customers can also make their own sundaes
using hot fudge. This will encourage consumption of ice cream in off season and
provide a sales boost.

7. THANK YOU